Veja Opens First São Paulo Store, Staying Committed to Unconventional Growth
This month, Veja opened its first physical store in São Paulo. Brazil is more than a market for the brand; it's the foundation of its entire supply chain. From organic cotton in the northeast to wild Amazonian rubber and recycled PET collected from the streets of its biggest cities, Brazil is where Veja's ideals are implemented first.
To mark the occasion, the Veja team invited us to visit their headquarters in Paris. There, we walked through their design offices, met the teams behind logistics and product development, and sat down with the founders themselves. We didn't see a typical brand roadmap focused on 'consumer needs' or seasonal performance; it is a design ecosystem governed by values and production realities. 'People think innovation is about what's new,' says Sébastien, co-founder and creative lead. 'For us, innovation is about what's necessary. Every project starts with the question: can we do this the right way?'
While many brands focus on pushing new ideas to market quickly, Veja follows a supply chain–driven model: products are only released when they align with the brand's strict environmental and ethical standards. The recently-released Etna sandal emerged from ongoing efforts to develop new silhouettes without compromising Veja's material standards. 'It's not about being perfect,' Sébastien adds. 'It's about being better with what we have.'
Retail expansion has followed the same logic. The brand only opened its first standalone store in 2019 — 15 years after launch. 'Before that, we didn't have the assortment,' said François, co-founder and head of strategy. 'It didn't make sense to open a store if it would just sit half-empty.'
Now, with a broader range of categories and a clear point of view, Veja plans to end 2025 with ten flagship locations globally. Following São Paulo, new openings are slated for Copenhagen, Marseille, and Los Angeles.
Veja's São Paulo store marks the brand's first retail presence in Latin America. The 600-square-meter space was designed by local architect and urbanist Roberto Somlo, reflecting Veja's philosophy of transparency. The space uses exposed brick, visible beams, and a fully glazed façade that merges street with interior for a well-rounded experience.
The location includes a dedicated cobbler station offering sneaker cleaning and repair services, part of Veja's 'Clean, Repair and Collect' program already active in cities like Paris, Berlin, Brooklyn, and London.
Furthermore, Veja introduces its repair and maintenance program to the Brazilian market, expanding training and hiring while creating a space to test new styles with the local community. Veja's permanent home in Brazil marks a new milestone, honoring the beginning of every sneaker.
Visit Veja's new storefront at Rua Oscar Freire, 565 – Jardins, São Paulo.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The Hill
32 minutes ago
- The Hill
Schumer blasts Trump's EU deal: ‘It's fake!'
Senate Minority Leader Chuck Schumer (D-N.Y.) blasted the trade deal negotiated between the United States and the European Union over the weekend, calling it 'fake.' The trade deal sets tariffs on European goods at 15 percent, half the rate that Trump had previously threatened on the continent. In exchange, the EU has pledged to buy $750 billion in American energy over the next three years. 'Trump would have you believe it's the biggest deal ever,' Schumer complained. 'Europe has admitted that this agreement isn't legally binding, and they have no control over whether these investments even happen.' While Europe is presumably avoiding a trade war with the U.S., several leading figures condemned the deal. French Prime Minister Francois Bayrou called Sunday a 'dark day' in a post on X. Schumer compared the agreement to Trump's deal with Japan, where the U.S. has imposed a 15 percent tariff in exchange for $550 billion in Japanese investments in American sectors. It is not clear what those exact investments would entail. The deal with Europe was reached days before Trump's postured deadline of Aug. 1, when his threatened levies are generally scheduled to take place. American trade representatives have fanned across the globe to attempt to make deals with countries as the president has continued dialing tariffs up and down. Schumer was also among the Democratic senators who sent a letter to Commerce Secretary Howard Lutnick Monday criticizing the administration's reversal on allowing certain high-powered computer chips to be sold to China.
Yahoo
33 minutes ago
- Yahoo
Corn Bears Hold onto Losses at Monday's Close
Corn futures closed out the Monday session holding to their bearish sentiment from earlier in the day. Contracts were down 5 to 6 cents at the close. The CmdtyView national average new crop Cash Corn price was down 5 1/4 cents at $3.71 3/4. USDA reported a private export sale of 225,000 MT of corn to Mexico this morning all for 2025/26. Another 229,000 was sold to unknown destinations, with 35,000 MT for 2024/25 and 194,000 MT for 2025/26. More News from Barchart Does the 2025 Corn Crop Have a Pollination Problem? Weather Shocks vs. Oversupply: Are You Trading SRW Wheat's Next Big Move? Adverse Brazilian Weather and Tariff Concerns Boost Coffee Prices Get exclusive insights with the FREE Barchart Brief newsletter. Subscribe now for quick, incisive midday market analysis you won't find anywhere else. Crop Progress data indicated 76% of the US corn crop was silking as of 7/27, 1 point back of the 5-year average. The crop was 26% in the dough stage, vs. the 24% average. Condition ratings were down 1 point at 73% gd/ex and 384 on the Brugler500 index. USDA tallied corn export shipments at 1.522 MMT (59.93 mbu) during the week ending on July 24. That was up 54.55% from last week and 42.16% above the same week last year. Of that total, 610,316 MT was headed to Japan, with 460,381 MT on its way to Mexico. Marketing year exports have totaled 60.34 MMT (2.376 bbu), which is 29.25% above the same period last year. Over the weekend, President Milei of Argentina announced a reduction in the export tax for corn back to 9.5%, from 12%. AgRural estimates the Brazilian second corn crop at 68% harvested as of Thursday, shy of the 91% complete from the same week last year. Sep 25 Corn closed at $3.93 3/4, down 5 3/4 cents, Nearby Cash was $3.78 1/2, down 6 1/4 cents, Dec 25 Corn closed at $4.14, down 5 cents, Mar 26 Corn closed at $4.31 1/4, down 5 1/4 cents, New Crop Cash was $3.71 5/8, down 5 1/4 cents, On the date of publication, Austin Schroeder did not have (either directly or indirectly) positions in any of the securities mentioned in this article. All information and data in this article is solely for informational purposes. This article was originally published on
The Hill
3 hours ago
- The Hill
Trade tensions loom ahead of Friday deadline
Talks between the U.S. and China are starting in Stockholm, Sweden, and Trump and U.K. Prime Minister Keir Starmer are in Scotland fleshing out the U.K. trade deal that was announced earlier this year. Trump's Aug. 1 deadline for the resumption of tariffs is fast approaching, though China and the U.S. are facing an Aug. 12 deadline following agreements announced in May and June that brought down mutually imposed triple-digit tariffs. The White House announced a trade deal with the European Union on Sunday that will see the EU purchase U.S. fossil fuels. European leaders are criticizing the deal. 'It's a dark day when an alliance of free peoples — who are joined to affirm their values and defend their interests — resolve to submit,' French Prime Minister Francois Bayrou said. Trump has threatened to impose tariffs on any other country that doesn't make a trade deal before Friday, suggesting Monday that that rate would be around 15 percent to 20 percent. 'We're going to be setting a tariff for essentially the rest of the world, and that's what they're going to pay if they want to do business in the United States. Because you can't sit down and do 200 deals. But we made the big ones,' he said. The White House has also insisted it would hold the Aug. 1 deadline, while previous deadlines for tariffs have moved since April.
